m arketing project - supermarket
DESCRIPTION
M arketing Project - Supermarket. G roup Member: A lan Hsu A rthur Lam D avid Lai L ouis Wong W e i Chung Ma. Content. Introduction Market Research SWOT Analysis Market Segmentation, Targeting, Positioning Implementation of the marketing plan Product, Pricing, Place, Promotion - PowerPoint PPT PresentationTRANSCRIPT
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Group Member: Alan Hsu
Arthur LamDavid Lai
Louis WongWei Chung Ma
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ContentIntroductionMarket ResearchSWOT AnalysisMarket Segmentation, Targeting, PositioningImplementation of the marketing plan
Product, Pricing, Place, PromotionAdditional components of services marketing
Relationship MarketingContingency plan
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Market ResearchCompetitors
Target customersMulti-brandingUse of information technology
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Market Research: Target customersTarget customer of the competitors:
High-income group Not exist
Multinational Taste, Citysuper, Log-on
General public Parknshop, Welcome, China Resources Vanguard
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Market Research: Multi-brandingCompetitors with multi-brands
Taste + ParknshopLog-on + Citysuper
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Market Research: Use of I.T.Supermarket exists in the market have their
own homepagesImplementation of the element of relationship
marketingAllow different kinds of paymentProvide customers with an online-shopping
platform
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SWOT Analysis: StrengthStrengths
Clear market segmentation e.g. Multinational/ General/ High Income
Multinational bulk purchase/ specific/ convenience
Using of IT enhances efficiencyNo competitor highly specialized in the market
of multinational / high-income group market
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SWOT Analysis: WeaknessesWeaknesses:
Supermarket target in multinational / high income may not be popular
Cost maybe higher (e.g. explore fee)Lower degree of specialization
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SWOT Analysis: OpportunitiesOpportunities:
Huge profits from exploring a new marketFreshness to customers with our entry to this
oligopoly market
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SWOT Analysis: ThreatsThreats:
Market saturated (General market)Financial crisis will have destructive impact on
“Sky”
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Market SegmentationDemographic segmentation
Income
Psychographic SegmentationLifestyle
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Targeting marketWE WANT TO TARGET AT EACH AND EVERY SINGLE MARKET!!!!!!
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Positioning: ObjectivesBe attending to each and every customersBe a multi-branded supermarket Be keeping abreast with the trend of E-
commerce
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SKY: PositioningBe a peerless high-classed supermarketBe excelled in terms of product quality
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Earth: PositioningBe a supermarket specialized in selling
diversified, multinational productsBe able to let foreigners in Hong Kong buy
products from their hometowns
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Human: PositioningBe a conventional supermarketBe an complement for “SKY” and “Earth”
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Implementation of the marketing plan: ProductFor physical product:
Convenience goodsShopping goods
SKY selling high-quality products For example, Wagyu beef
Earth selling multinational products
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Implementation of the marketing plan: ProductFor augmented products:
Implementation of information technology Online-shopping Self-servicing payment
Cooking service Restaurant stick to each supermarket outlet
Some dishes are not offered High degree of customized service
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Implementation of the marketing plan: Place
Exclusive
Selective
Intensive
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Implementation of the marketing plan: Place
SKY:Districts where high-income groups are
gathered E.g, IFC, Elements
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Implementation of the marketing plan: PlaceEarth:
Districts where foreigners are gathered E.g. Tsimshatsui, Causeway bay, Admiralty
Human:Wide coverage
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Implementation of the marketing plan: Pricing
Skimming Skimming Penetrative
Buyer-based Cost-basedCompetitor-
based
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Implementation of the marketing plan: PricingSky: Buyer-based pricing
Reason: No close substitute. Buyers’ price sensitivity is low.
Benefit: High mark-up.
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Implementation of the marketing plan: PricingEarth: Cost-based pricing
Reason: No strong competitor existing in the market. Hard to define the income level of target customers.
Benefit: Price reasonable to buyers.
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Implementation of the marketing plan: PricingHuman: Competitor-based
Reason: Intense competition. Customers are price-sensitive.
Benefit: Easier to get into the market.
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PromotionAdvertising
Target Means Timing
High Income
group
Newspaper -
Normal income group
Television 1800-2000
People with a desire for multinational goods
Television 2000-2200
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Additional component of services marking
Process Physical
Evidence
People
MIS order Wooden design Experienced Chief
MIS order Simple interior design
Multi-national chief
MIS order Different styles of design
-
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Relationship MarketingRebate Programme:
- $5 cash coupon rebated on every $100 purchase
- Retain customers in a long run
Delivery service:
- guaranteed delivery within 24 hours to door
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Relationship MarketingDiscount programme (joint with credit card)
- offer 10% / 5% discount for certain credit card holders
e.g. i) A.E. Platinum & Centurion card holders in SKY
ii) HSBC, Hang Seng Bank for Human & Earth
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Relationship MarketingFeedback System:
- install a machine with buttons of “Satisfaction” and “Dissatisfaction” in front of each cashier
- fill out questionnaire, and get cash coupons as complements
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RecommendationsJan 10’
- launch of Earth and Human- enough time to prepare
- to make sure all I.T. system is workable
- to see any possible modification can be applied to SKY.
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RecommendationsSept 10’
- launch of SKY- to allow time for economic recovery- to allow time for resources allocation
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Contingency PlanCooked food outlet to restaurants
Shut down some outlets of Earth and SKY, and turn the remaining outlets to Human.
Sell the whole business to potential buyers
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